Hence, as the distinction between media and individuals on the internet becomes less relevant, the focus should be on the content rather than the subjects. For example, traditional means of soliciting votes the day before an election, such as through conversation, differ greatly from those proposed by new technologies, which allow the same person to send an anonymous chain of SMS, “bombardment” of emails and comments or even create paid advertising on a webpage or blog. Expansion of political campaigning undermines traditional filters based on journalism values of truth, fact-checking and separation of opinion from fact. This has weakened the effectiveness of the traditional rules governing false and misleading claims.